The Brazilian summer usually experiences a significant increase in fatal accidents on roads and highways. These accidents occur due to reckless behavior on the road that could be avoided, such as using a cellphone while driving, not wearing a seatbelt and helmet, and driving under the influence of alcohol.
The central idea of the campaign utilizes the concept of temporality, using news as a device for the scenario. This way, it gives the audience the experience of observing the piece in the present, making an association with their own future.
Thus, the news platform in the piece may not be real, but it can become a reality if the audience engages in reckless behavior on the road. In the campaign's execution, we use specific elements of each medium to convey the message: on the blog, the campaign appears as a digital news piece and offline, it takes on the form of a printed headline.
This professional campaign titled 'With responsibility in the summer, you won't become news.' was published in Brazil in January, 2023. It was created for the brand: Detran-RN, by ad agency: EXECOM. This Digital and Print media campaign is related to the Education, Public Interest, NGO, and Public Utility industries and contains 5 media assets. It was submitted 3 months ago by executiva Comunicação: execom.
Advertising Agency: Execom - Executiva Propaganda, Natal, Brazil
Art Director: Ruanderson Farias
Copywriter: Olavo Ataíde
Account manager: Ismar Paiva